Posts Tagged ‘direct mail premiums’

Rethinking Direct Mail Premiums

Tuesday, March 19th, 2013

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I’m a strong proponent of testing direct mail premiums. Why? Because they typically increase the mailing’s response rate and its net profit!

Take, for instance, those personalized address labels you receive in mailings. Practically all of us have a use for them. And as soon as we run out, we go looking for more.

Yes, they add to the mailing’s cost. But typically, they also spike the number of people responding, raise the average gift and increase the mailing’s net income.

Rethinking direct mail premiums

Premiums work because of (more…)

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5 Direct Mail Inserts That Increase Response

Wednesday, October 3rd, 2012

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It’s said that the purpose of a direct mail letter is to sell, whereas the objective of a mailing’s brochure is to explain.

That said, many mailers seem to have a compulsion to include a brochure in their mailing. But before you join the rush, note that very few of us have mailings whose purpose is to “explain.”

For most of us, the objective is to increase the mailing’s net profit, and too often a brochure distracts the reader’s attention from responding.

Yet adding particular inserts to the mailing can increase response and – despite the added cost – increase the mailing’s net income.

Here are examples of 5 inserts that you should test.

As you’ll see, their purpose isn’t to explain but to enhance the value of the benefits offered and to reduce any reluctance the reader (more…)

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Why Test Premiums
and 3 Ways to Make Them Work For You

Thursday, January 28th, 2010

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Testing Direct Mail Premiums In my last post, I talked about when to test direct mail premiums. Now, let’s discuss 3 different types of premiums, why you’ll want to test each one and how to make them work for you.

First, let’s acknowledge that when we test a premium, we’re testing a change to our offer and nothing, other than list selection, will have as great an affect on our results.

We use premiums to motivate the reader into taking a specific and desired action. It isn’t to reward, inform or thank the reader but to promote response and increase the (more…)

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There Are Only Two Occasions and One Reason to Test Direct Mail Premiums

Tuesday, January 5th, 2010

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There are only two occasions when you should test direct mail premiums.

The first is when you’re not using premiums. If you’re not, you should test them now. The second occasion? When you are using premiums, you need to continue testing new ones.

Many organizations hate premiums. But most donors and customers love them and since this is a customer-driven business, I suggest you test them now.

Premiums don’t have to be expensive gifts. Often the best ones are unused merchandise sitting in a warehouse or the nearly forgotten informational pamphlet that’s begging to be used.

Countless organizations have enjoyed huge success by offering address stickers, note cards, decals, bumper stickers, iron-on patches, certificates of recognition, membership (more…)

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